The purpose of this paper is to determine and quantify the effects of the clothing purchase determining factors associated with the customer’s temperament (sanguine, choleric, phlegmatic, and ...melancholic). A number of 192 respondents participated in an electronic questionnaire, 68.8% of whom were women. The results were analysed with the help of the Process-based structural equation modeling application, provided by SmartPLS 4 software. The results obtained showed that in the purchase process, social factors and appearance are important for sanguine people; in the case of choleric individuals, the conferred status and superior quality of the product are essential; for phlegmatic people, it is important that the product responds appropriately to a need and provides comfort; and melancholic people take into account ecological factors and identification with the product. These results can be useful to clothing companies for the adoption of sales strategies that consider the buyers' interest factors regarding the products.
Purpose: This study's objective is to analyze the purchase decisions of Generation Z (Gen Z) university students on the Shopee marketplace. The detailed analysis was: The influences of online ...customer ratings, celebrity endorsers, and free shipping promotion on the purchase decision.
Theoretical framework: Gen Z is the generation that uses technology the most, especially for social contact. Therefore, Gen Z is used to online shopping. However, Gen Z is still forming and is not fully identified.
Design/methodology/approach: This study's participants were university students who had purchased on the Shopee marketplace. By purposive sampling method, the total sample gathered was 160 respondents. Multiple linear regression analysis was utilized to evaluate the data.
Findings: The findings indicated that online customer ratings did not affect purchasing decisions of Gen Z customers in the marketplace. Other variables, celebrity endorsers and free shipping promotions, affected purchase decisions.
Research, Practical & Social implications: Gen Z students are price sensitive. Gen Z students will likely be attracted to marketplaces that offer promotional offers and discounts on their products and services. Gen Z students are heavily influenced by social media, the recommendations of their peers, and brand ambassadors. Therefore, a marketplace with a solid social media presence and a positive reputation among Gen Z students will likely attract and retain their business more successfully.
Originality/value: Gen Z considers celebrity opinions more matter than ordinary customer reviews.
Brand identity helps customers to identify, as well as distinguish alternative competitive brands. If there is a consistent marketing strategy and consistent messaging, brand identity remains ...consistent, which helps in improving sales management and generating better revenue for the brand. In this digital era, there are various digital marketing tools and capabilities to improve brand identity, which help in establishing close association with customers to influence their purchasing decisions. However, we have limited understanding of the antecedents of brand identity in the digital era, and how the moderating role of consumer belief in brands could influence their purchasing decision making process. In this context, this study aims to determine the antecedents of brand identity in the digital era, and to examine if there is any moderating impact of consumer belief in brand (CBB) on consumer purchase decision (CPD). Based on the resource-based view and social identity theory, a theoretical model has been developed. Following the survey responses of representatives from 302 organizations/brands, the covariance-based structural equation modelling validates our model. Our analysis affirms that e-WOM, digital infrastructure, skilled manpower, and digital marketing capability positively impact on developing brand identity, which influences sales strategy differently in different situation to influence CPD, where CBB plays a moderating role. The study results have been derived by analyzing the inputs of the respondents based out of India which invited external validity issue and it has been considered as one of the limitations of this study.
Consumers' exposure to online reviews influences their online retail shopping behavior. They search for reviews while evaluating products for purchase decisions. Past studies have indicated that ...online reviews affect the credibility and trust of the sellers and the products they sell on online platforms. Keeping this in view, the current paper aims to develop and validate a scale to understand the impact of online reviews on consumer purchase decisions. Data were collected from 431 young online shoppers for this research. The initial exploratory factor analysis (EFA) results helped identify four factors, viz. source credibility, volume, language and comprehension, and relevance which constitute the scale. The scale was validated by confirmatory factor analysis (CFA). The study's findings fill the gap of having a standardized scale that online retailers can use as indicators to assist consumers in their online decision-making. The discussions and implications support consumers' susceptibility to online reviews, an essential source for product and brand information in facilitating online consumers' purchase decisions.
Changes to systems such as transactions and marketing are all driven by progress towards a more contemporary period. Along with the increasing and growing industrial world, competition in the ...business world is very tight. Industry players are increasingly facing the challenge of gaining the market share they want. This study uses quantitative research methods and aims to determine the effect of price changes on purchasing decisions, with service quality as an intervening variable. A case study at the XL AXIATA product distributor outlet PT. Cross Archipelago Access, Tebing Tinggi City. The results of the study can be concluded as follows in the first hypothesis, the price variable (X) has a positive and significant effect on service quality (Z); the second hypothesis is accepted, meaning that the price (X) has no significant effect on purchasing decisions (Y); and the third hypothesis is accepted, meaning that service quality (Z) has a positive and significant effect on purchasing decisions (Y). Path analysis shows that the direct effect of variable X on variable Y is 0.163. The indirect effect through the Z variable is 0.2114. Based on the calculation results, the direct effect on Y is greater than the indirect effect through Z.
Purpose: The main aim and purpose of this paper to the intrinsic relationship among risk, trust and purchase decision of online shopping customers and to validate the constructs of risk and trust in ...the study area of Chennai city.
Theoretical Framework: The whole theory of this research leans upon the consumers' perceptions of risk and trust in online purchases arise from the need for the product and purchase convenience. The technology readiness in online transactions motivates the online shopping consumers to take their purchase decision amid risk and Trust.
Design/Methodology/Approach: The well-structured questionnaire is circulated among 750 respondents, 50 each in all the 15 zones of Chennai city and able to receive usable 511 responses. The data was investigated through statistical tools, correlation analysis, Cronbach alpha method, confirmatory factor analysis and structural equation model (SEM).
Findings: It is found that the purchase decision of online consumers depends upon their optimistic purchase attitude towards online shopping, the risk involved in online shopping and customer trust in online shopping.
Research Practical and Social Implications: This present research revealed a practical research along with social implications namely both state and central governments in India should form strategies to assure security to online shopping and even encourage even the unorganized sector to involve in online shopping.
Originality/Value: The originality of this research is the development and test of three hypotheses pertaining to the relationship among three marketing entities in perceived of consumers, trust of consumers and their purchase decision. The relationship has the empirical proof to emphasize their value.
The main aim of this paper was to investigate the effect of four features of social media marketing on the purchase decision of consumers in the fast-food industry. It also aimed to determine if ...brand trust mediates the relationship between them. Necessary data was gathered from the visitors of different fast-food cafes in UAE via a quantitative online survey. After obtaining the desired responses, the data was analyzed by the AMOS 21- structural equation modeling. The results confirmed the significance of brand trust in predicting purchase decision. Above all, the findings showed that informativeness, perceived relevance, and interactivity have positive effect on purchase decision. But, it was found that the effect of entertainment on purchase decision is insignificant. The results also confirmed that brand trust mediates the association between only two social media marketing features (interactivity and informativeness) and consumer purchase decision. Theoretically, this paper advances the current literature by exploring the mediating effect of brand trust among the four features of social media marketing and purchase decision with new empirical insights from UAE, taking into account that the earlier researches of this nature in Arab region are scarce.
Purpose: The goal of this study is to discover how the Shopee Mojokerto market's consumers make purchasing decisions in relation to product ratings, convenience, trust, and pricing.
...Design/methodology/approach: A good illustration of quantitative research is this. A purposive sampling technique was used to interview 100 respondents for this study's sample. The data analysis approach employs multiple linear regression analysis, t-tests, and F-tests. SPSS 21 is used to do the computations.
Findings: The test results reveal that in the Shopee market in Mojokerto, convenience, trust, and price have a favorable and considerable influence on purchasing decisions, but product dimensions have minimal effect. The primary factor influencing Mojokerto Shopee purchases is easy.
Paper type: Research paper
lWe explored consumer behavior in social commerce through a meta-analytic study.lWe examined the effect of multidimensional trust on consumers' social commerce behavior.lWe tested the effect of the ...factors derived from consumer behavioral theories on different consumer decision-making stages.
The literature on consumer behavior in Social commerce (SC) shows inconsistencies in the research findings that might impede their generalizability. Through a meta-analytic study, we explored consumer behavior in SC, compared different theoretical frameworks, tested the moderators among variables, and tested the effect of the factors derived from consumer behavior theory on the stages of consumer decision-making. We found the variables from TAM, TRA/TPB, UTAUT, and the IS Success model to be important in motivating consumer behavior. Furthermore, we found the variables from the IS Success model to be less strongly correlated with SC behavior than the variables from other theories. In contrast, the variables from UTAUT are more strongly correlated with SC behavior. We found interpersonal trust to be more strongly correlated with SC behavior (r+=0.497) compared with organizational trust (r+=0.411). More importantly, we found the difference to be statistically significant (Z=-3.838). This study makes theoretical contributions through a moderator analysis, which helps to better understand the underlying consumer behavior theories, and further examines the role of trust in the integration of such theories. The study also makes contributions to practice by informing SC platform providers on how their consumers behave during the stages of the purchase decision-making process.
There is a growing need in the marketing field to understand how consumers can be persuaded to consume healthier products. This research makes novel predictions about the time-of-day effects on ...(un)healthy product purchases based on self-control theory. We investigated whether and how time of day (morning vs. evening) influences consumers’ (un)healthy product purchases. A field study based on point-of-sales data indicated that consumers tend to buy more unhealthy products in the evening. Two laboratory experiments confirmed that this is due to a decrease in self-control in the evening, which leads consumers to purchase more unhealthy products at this time. A follow-up eye-tracking experiment further revealed potential mechanisms whereby lower self-control causes consumers to focus more on unhealthy products and weakens the effect of attention to healthy products on purchases. The findings provide valuable insights into consumer behavior and marketing decisions for marketing academics, retailers and consumer marketing companies.
